Ecommerce Checkout Benchmarks by Vertical

What the Checkout Monitor tracks

Why indexed, not absolute

Most checkout benchmarks report absolute rates — a number that's meaningless without knowing merchant size, traffic mix, and category. We index everything to a December 2023 baseline so you're reading relative change across a consistent cohort. 1.15x means 15% above baseline. Movement is real signal, not sample drift.

Verticals & metrics

Six verticals: Apparel & Fashion, Cosmetics, Food & Beverage, Health & Wellness, Consumer Goods, and All Industries. Five metrics per vertical: Conversion Rate, AOV, Average Shipping Revenue, Free Shipping Rate, and Coupon Usage Rate.

Methodology

The PDQ Checkout Monitor draws on aggregated, anonymized session data from 500+ Shopify merchants using PDQ's platform, covering 130 million checkout sessions and 97 million completed orders from December 2023 through the current month. Merchants are grouped by vertical using Shopify's standard industry taxonomy.

All figures exclude bot traffic, draft orders, and point-of-sale transactions. Data refreshes monthly, typically in the first week, reflecting the prior month's activity.

To compare your actual numbers against your vertical's benchmarks, use Checkout Index.